A 7 Step Approach to Marketing Today’s Insurance Agency

The marketing of your insurance agency has changed so drastically in the last 10 years that it can be difficult to know where you should start. Many of our new clients have URLs less than five years old. This shows how quickly and dramatically the industry has changed in marketing agencies. Most consumers today will use the internet to search for information via directories, organic searches, and social media.

Perhaps you are wondering where to start. Here are some ways you can increase your web presence to reclaim your place as an insurance agency marketer.

Step 1 – Update your website

It’s likely that your website hasn’t been updated in a while. You can easily create a website with resources like “WebSite Tonight” from GoDaddy, or using services such as Wix to build beautiful websites using templates. Websites that use too much flash can hinder your ability to attract visitors to your site.

Step 2 – Invest in SEO

SEO (Search Engine Optimization) is a term that you should learn if you are not familiar with the terms. You can either optimize an existing website, or build a new optimized website from scratch. SEO refers to bringing organic search traffic on your website. If someone searches for “Insurance Agency Seattle”, you want to be the first agent that Google displays or on page one. You’re missing almost 93% of all search traffic if you aren’t on page one.

Step 3 – Get Email Hosting

It is amazing to me how many of our clients still use email addresses from email providers such as Yahoo and Hotmail. Use domain-registered email accounts to show prospective clients you are a reputable business. Hosting companies usually offer at least one free email account with website hosting. Take advantage of this opportunity. A professional agency will have customers more inclined to purchase from them. This includes their email.

Step 4: Fix your local listings

Directory sites are all over the internet. It would be almost impossible to visit each directory and update them all. It would also be a waste time. Visit the major ones such as Yelp and Yahoo. Completing the listing in the 20 most popular ones is a good idea. Make sure your (NAP), name, address, and phone number are consistent across all. Do not spell Avenue in any one. Directory links are often treated as spam now so they don’t give your websites credibility.

Step 5 – Be Social

Social media is the newest trend. Although it can be time-consuming, it gives you the opportunity to keep in touch with your existing customers as well as attract new customers. Start by creating a Facebook Page for your business. Add content, news, and links to other articles at least once per week. Social Media isn’t going away any time soon. Don’t let your agency fall behind in this area where millions are talking!

Step 6 – Install Analytics on Your Website

Google Analytics is a powerful tool that allows you to track website traffic. This tool lets you see which keywords people use to find your website. This tool will help you optimize your website to maximize search traffic if you notice that it isn’t receiving enough traffic. Google also offers a keyword tool that allows you to search for keywords before optimizing your site. This should be taken care of if you have hired someone to do step 2.

Step 7 – Send out Electronic Agency Newsletters

Customers leave their insurance agent because they don’t hear from you. Stop the attrition process by communicating with clients about new products, team members, local events, charity work, and any other news. You can’t communicate with your customers if you don’t. Email newsletters are approximately $.02 per email. Many carriers and agency management systems can assist you in sorting your email addresses. A quarterly newsletter is an option if you have more money, about $1,000 per mailing. MailChimp or ConstantContact are two options for email service providers.

These are just a few ways to get your agency marketing on track!